Penguin Random House UK is hoping to engage with 16-19 year-olds with targeted teen content across social media platforms.
The publisher, which closed its online teen book community Spinebreakers last September, will now produce targeted content for branded spaces on Tumblr, Twitter, YouTube and Instagram through an initiative it is calling Penguin Platform.
Content will include author interviews, writing advice, playlists and book recommendations, and is launching this week with interviews with Sally Green and Owen Jones.
Layla West, consumer engagement director at PRH UK, said Penguin Platform is “a space for young adults to talk about the stories that delight and intrigue them” and will allow the company to “connect readers more directly with our authors”.
To develop the strategy, Penguin interviewed bloggers and readers about possible design and content. “Each stage of development from design to tone to content was rigorously tested for feedback from the most important people in this process, teen readers, to ensure the offer was informed by the consumer perspective,” it said.
The company will advertise its own products on Twitter and YouTube but there will be no advertising space. It will also link to the books pages on company websites.
The content will be linked together across the different platforms throught the hashtag #PenguinPlatform.
The scheme will be run by Bethan Barker, senior digital marketing manager, and Aissetou N’gom, PRH’s YA social media producer.